I wanted a watch. A decent watch. Something that cost a bit. Not £20,000 crazy, but enough to quietly say: “Yeah… I’m doing alright.”
I haven’t worn a watch in over a decade. Like most people, I’ve relied on my iPhone. But still… I wanted one. Because sometimes it’s not about the thing. It’s about what it represents.
I looked around. I saw what I liked. Rolex? Not for me. I know the quality’s top-tier, but visually? It doesn’t move me. And someone wise told me:
“If you’re not buying a watch as an investment, buy the one that makes you feel something.”
This is the one I wanted:
IWC Pilot’s Watch – Le Petit Prince
Not too bling. Not too loud. Just enough presence to feel special without shouting. I liked it and I knew it wouldn’t be everyone’s taste. That’s fine. I wasn’t buying it for them. I was buying it for me.
I made myself a promise: When I hit certain milestones in my coaching business, I’d buy it. No finance. No credit card. I’d walk into the store, pay in full, and walk out with that weight on my wrist and a quiet smile on my face.
Price tag? £5,100.
Now, for some people, maybe that’s not much. For me, it is. It’s a statement. It’s a line in the sand. It’s something.
I tried it on in London. The salesman knew his script. He gave me the full IWC history, painted the picture, made it feel like destiny. And yeah, it felt right on my wrist.
But then, when it came time to buy it… Something held me back.
I’d just finished reading Stillness Is the Key by Ryan Holiday. There’s a section on ego that hit me hard. Ryan says:
“Before you buy something expensive, ask yourself — do you really need it? Will it bring you joy? Will it bring you value?”
And when I sat with those questions, the answers surprised me.
Do I need it? No. I don’t wear watches. Haven’t in ten years.
Will it bring me joy? Maybe… for a day. Then it’s just a watch. It tells the time.
Will it bring me value? Not really. My iPhone tells the time for free, 24/7.
That’s when it hit me.
I didn’t want the watch. My ego did.
I wanted what the watch said about me. That I’d made it. That I was enough. That I had nothing to prove — ironically, by buying something to prove it.
And even now, as I type this, there’s a voice in my head whispering: “Go get the watch. You’ve earned it.”
But here’s what I’ve learned:
Your ego is not your amigo.
A lot of us spend money to impress people we don’t even like. Let that sink in for a second.
I’m not about to sell all my stuff and move to a monastery. I like my life. But it’s worth thinking about, isn’t it?
Next time you feel that pull toward something shiny, ask yourself:
- Do I need this?
- Will it bring me genuine joy?
- Does it add real value to my life?
And if the answer’s yes, then go for it. But if not?
Maybe, just maybe… it’s your ego talking.
Thanks for reading.
Gav 🙂
PS. Maybe one day I’ll buy the watch. But only when my iPhone stops working…
Or when my ego wins the argument.
Let’s see, shall we?
My name is Gav Gillibrand and I help busy & high performing men lose 20-60lbs in 3-6 months & keep it off for life. Burn fat, build muscle & skyrocket energy. 750+ men transformed and counting…
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